After logo backlash, Cracker Barrel turns to loyalty members for feedback

Core Insights - Cracker Barrel is focusing on enhancing customer experience (CX) and food quality to drive traffic growth, supported by a new logo and planned remodels as part of a multiyear strategy [3][8] - The loyalty program has seen significant growth, with membership increasing by 3 million year-over-year to 9 million, contributing over 35% of tracked sales [4][8] - The company is implementing the "Front Porch Feedback" feature to gather direct customer feedback, which will inform future improvements [5][8] Customer Engagement - The loyalty program's membership growth indicates strong customer engagement, with an increase of 300,000 members since August 19 [8] - Cracker Barrel aims to leverage customer feedback to refine its restaurant offerings and overall experience [8] - The company acknowledges the need to adapt to changing consumer expectations and preferences over the past decade [6] Service Improvement Initiatives - "The Herschel Way" service principles have been introduced to enhance guest experiences and align team members with updated service standards [7] - The company is addressing challenges stemming from recent backlash over a logo redesign and store renovations, which were only tested in four locations [5]